Apple TV controls the major share of TV Everywhere viewing, with iOS devices representing 82% of all unauthenticated mobile video viewing, according to Adobe Digital Index (ADI).
“The challenge will be to see if it can monetize the strategy fast enough to get ahead of the movement away from linear TV toward digital viewing,” said Tamara Gaffney, principal analyst at ADI.
TV Everywhere viewing has seen 282% growth year-over-year (YoY), with Apple TV devices doubling their share of premium video viewing quarter over quarter (QoQ) from 5% to 10% to overtake Roku.
Apple devices currently drive 62% of all authenticated pay-for-TV video views. Roku also saw an increase in share, as connected TV devices become more popular with consumers.
Overall, connected TV devices, such as Apple TV and Roku, as well as gaming consoles such as Xbox saw dramatic TV Everywhere share growth, from 6% to 24% YoY.
“These devices have taken share away from Macs and PCs (and) marketers need to take note and adjust strategies accordingly,” said Gaffney.
“When it comes to digital video, people are either watching on a portable device or on a high-fidelity screen,” added Gaffney.
Apple’s iOS, on the other hand, widened its lead of viewing share from 43% to 47% YoY, while Android’s share remained relatively flat at 15%.
Desktop viewing reached a new low, dropping from 36% to 14% share YoY.